Coors Light and TEAM Coalition Promote Responsibility at 2014 Rose Bowl


Coors Light and TEAM Coalition Promote Responsibility at
2014 Rose Bowl
Pasadena, CA. (01/02/2014) – TEAM Coalition partnered with Coors Light and Classic Distributing to offer a responsibility promotion to Rose Bowl fans in the Fanfest just outside the Rose Bowl Stadium in advance of the 100th Rose Bowl game on January 1, 2014. Before kick-off, more than 200 Stanford and Michigan State fans pledged to never drive drunk and always have a designated driver in the Coors Light tent. In exchange for making the responsibility pledge, the fans autographed a larger-than-life responsibility football and smiled for a souvenir photo including the logos of the program partners and the responsibility message. The responsibility ball – covered in signatures – will be sent to Michigan State University, the winner of a very close game that came down to a very impressive defensive stance by the Spartans.Click here to see all the photos from the Rose Bowl on Facebook.


NATIONAL CAMPAIGN: Responsibility Has Its RewardsTM

Responsible Fan Pledge:

  • Never Drive Drunk
  • Always Have a Designated Driver
  • Never Provide Alcohol to Anyone Under 21
  • Buckle Up – Every Trip, Every Time


  • Rose Bowl Stadium
  • Coors Light
  • Classic Distributing
  • TEAM Coalition (Techniques for Effective Alcohol Management)



WHO: Fans and the Community

WHAT: Coors Light, Classic Distributing and TEAM Coalition offered souvenir photos to fans who pledged to be responsible at the 2014 Rose Bowl. Stanford and Michigan State fans had the opportunity to autograph a responsibility football and smile for a photo in exchange for their responsibility pledge.

WHERE: Rose Bowl Stadium

WHEN: Wednesday, January 1, 2014

About MillerCoors
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth a nd Blake Beer Company, MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc. and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at, at or on Twitter through @MillerCoors.

About TEAM Coalition
TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, traffic safety experts and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM Coalition members and supporters include Major League Soccer, Major League Baseball, NASCAR, National Basketball Association, National Football League, National Hockey League, National Collegiate Athletic Association, ARAMARK, Delaware North Companies – Sportservice, Ovations Food Services, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch Companies, MillerCoors, Brown-Forman, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, Elite, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration.

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  • In 2012, 10,322 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an increase of 4.6% from the 9,865 fatalities in 2011
  • Many, if not most of those lives would have been saved if people did not drive when they were impaired by alcohol or if they used sober, designated drivers or if they simply wore their seat belts.
  • Statistics and research clearly show that 21-34 year old males are the demographic most likely to be involved in an automobile crash, drive when impaired by alcohol, and fail to buckle up.